The ingredient’s polyphenolic profile comes from many parts of the olive tree, including the skin, flesh, pit, and mature and juvenile olive leaves, according to a company press release.
In addition to the polyphenols such as tyrosol and olecanthal, it is standardized to have 10% hydroxytyrosol and 17% oleuropein (one of the bitter marker chemicals in the leaf).
The team at Atlas Olive Oils, the Morocco-based family-owned and operated olive mill specializing in olive products for wellness and culinary use, came up with the concept for TruOliv after employees noticed that the first harvest of a newly acquired olive grove yielded an unusually bitter extra virgin olive oil.
"Upon further investigation, it was deemed to have the highest polyphenol content, which was later linked to the unique terrain of these new olive tree groves," said Othmane Aquallal, managing director at Altas.
Many studies have been conducted to validate the health benefits of individual chemical components found in the olive plant, such as oleuropein’s potential in blood sugar management and reduction in insulin resistance.
But according to Shavon Jackson-Michel, director of medical and scientific affairs at DolCas Biotech, "Part of the novelty of TruOliv lies in the coexistence of these components in one dietary supplement."
He added that the unlikely terrain of a hot and inhospitably rocky desert gave the olive trees used to make TruOlive a cocktail of secondary metabolites, due to the environmental pressure. "And it's those secondary metabolites, in relationship with one another, that give TruOliv its power," Jackson-Michel said.
"Knowing that polyphenols positively influence the inflammation and oxidative stress at the root of many modern-day diseases, we look forward to offering US consumers TruOliv as a means of addressing those concerns," he added.
"We believe that our partnership with Atlas will allow TruOliv to touch as many lives as our other ingredients have," said KG Rao, president of DolCas Biotech.